The company surveyed 1500 consumers in the United States, Britain and Singapore. The report divides two separate shoppers –Innovator and Majority.

“There is a lot of talk about how shopping has changed and we want to see where the current adoptions are,” said Martin Lange, executive marketing director of digital strategy at Ogilvy & Mather, New York.

“A lot of this is still an early adoptive market,” he said. “The market until now has been so tactically driven.”

Mobile data
According to the report, retailers need to know where to focus their energies during this transition to mobile and how they can make the biggest impact on their bottom lines.

According to Ogilvy, in the U.S., 85 percent of surveyed consumers searched Google for product information via their mobile device while they were in a store.

The company is also seeing a transfer of online buying habits from computers to mobile devices.

Eighty-five percent of Innovators surveyed looked at a product in-store and then ordered it online.

Additionally, 71 percent of that same group looked at a product in-store and then ordered it from their mobile device.

“You could potentially be at a Diesel store, but use a Gap shopping app and buy jeans while still in the Diesel store,” Mr. Lange said. “If you look at this landscape, you can start identifying great opportunities.

“It goes beyond location-based messaging,” he said.

In-store comparison
The report also found that both Innovators and the Early majority ask stores to price-match based on a Web printout, but Innovators ask stores to price-match based on information displayed on their mobile device much more often than do the Early Majority.

According to Ogilvy, it is important that retailers map out their customer journey as a three-part circle – pre-shopping, shopping and post-shopping.

In addition, companies should take a closer look at the mobile behavior of their customers and asses the mobile-competitive landscape.

Then, retailers should generate a list of opportunities and prioritize the opportunities and develop a road map showing what they will implement over time.

“Bring your tactics into a strategic approach,” Mr. Lange said. “Consumers want to be loved by brands and people are looking for long-term relationships still.

“Mobile shopping is very important around innovators and mobile marketing groups,” he said. “Innovators are using phones to buy items.

“We’ll certainly see a push as more retailers are bringing tablets and mobile devices to the market.”